Fancy a bit more?

It used to be relatively simple. You’d buy a Porsche – ideally a 911 – then tick a few boxes on the options list, and end up with a rather special car. Today, that’s apparently no longer enough for some customers. They want something that no one else is guaranteed to have. And Porsche? They say: ‘We can do that. It’ll be a bit more expensive, though.’

Although ‘a bit’ can certainly be interpreted quite generously.

Porsche has a long tradition of its special requests programme. As far back as the 1970s, the manufacturer was fulfilling unusual customer requests, and in 1978 this gave rise to a dedicated department. What began back then with bespoke fittings and technical modifications has long since developed into an automotive workshop specialising in particularly demanding requirements.

Just how far these have now progressed is illustrated by recent statements from Alexander Fabig, Head of Customisation and Classic. According to these, 15 particularly complex one-off projects are currently underway. The prices quoted for these projects range from just under two to around 15 million US dollars. Which specific vehicles are involved, however, is not publicly known. One thing is certain, however: this is no longer simply a matter of extraordinary paint finishes or leather in a customer’s favourite colour. At the customer’s request, new components are also developed, bodywork is modified and automotive dreams are realised that do not appear in any car configurator in the world.

Fewer units. More one-offs.

What initially sounds like a particularly costly pastime for people with very large garages is actually part of a rather solid strategy. Porsche aims to significantly expand its business in highly exclusive vehicles and customisation. Revenue from the bespoke programme is set to increase sixfold in the medium term.

The magic word is: exclusivity.

Added to this are so-called ‘few-off’ models – ultra-small-batch cars that fall somewhere between a limited edition and a truly one-off. The idea behind this is to generate greater added value per vehicle, increase desirability and cater to customers for whom even a standard Porsche is no longer exceptional enough.

And because it’s not just new cars that generate good money, the past is also taking centre stage. Porsche is offering owners of the legendary Carrera GT a comprehensive factory refurbishment. According to reports, the cost is around 500,000 to 800,000 US dollars. Excluding the car itself, of course. In return, the V10 supercar undergoes a technically extensive overhaul and, on request, is customised.

Luxury is when nobody else has it.

Of course, one might well ask when individualisation turns into automotive excess. On the other hand, luxury has never been a particularly rational affair. After all, otherwise there wouldn’t be mechanical wristwatches costing as much as a flat.

Something else is more interesting: whilst the motor industry is thinking about economies of scale, platform strategies and ever more efficient production, Porsche is focusing on the exact opposite at the top end of the market. Craftsmanship rather than mass production. Personality rather than standardisation. And above all: stories that cannot simply be reordered.

One might regard this as a touch decadent. Or as a rather consistent interpretation of what a sports car manufacturer with such a rich history can offer its most discerning customers.

After all, you can buy a Porsche. But you have to be willing to treat yourself to your very own, personal Porsche.